BP has today rolled out a fresh, made-to-order food offer pilot across 10 of its convenience stores, following the “success of two proof of concept” openings in 2023.
The offer will be available to customers at 10 of BP’s Wild Bean Cafes across southeast England by the end of April 2024, and is part of the brand’s “drive for convenience growth”. BP said that in the two proof-of-concept Wild Beans Cafes, sales growth enjoyed double-digit increases.
BP said it was trialling the new fresh food offers as over 50% of its customers in the UK are now “visiting its retail sites on a shop mission” and noted this was part of its evolved offer “created to reflect changing habits as customers spend more time on forecourts with the transition to electric vehicles”.
The core of the new food-to-go offer includes a fish finger sandwich; avocado, haloumi and egg bap; crispy herby chicken burger; and big breakfast bap.
BPme loyalty card users will also be given special offers at the trial cafes, including five-times bonus points on made-to-order purchases.
Jo Hayward, VP convenience Europe at BP, said: “We have been serving customers on the move for decades and are committed to meeting their evolving needs. As the energy transition progresses, we anticipate shifts in consumer behaviour, with customers spending more time on our forecourts charging electric vehicles.
“Our research has told us that these customers want great quality, tasty fresh food options and hot drinks when on the go – and that’s what we are giving them, when and where they want it”.
The announcement comes after Retail Week revealed that BP had poached former M&S franchise director, David Phillpot, as its new European convenience trading director.
No comments yet